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Later | Media Kit

Later | Media Kit

How might we help creators build a media kit to highlight their content and share their analytics?

Role

Lead UX designer

Platform

Desktop web

Mobile web

Timeline

1 month

Background

Later is a social media management company that helps businesses and individuals schedule and publish content across multiple social media platforms.

This project aimed to expand our services by providing a media kit builder to help creators strategically pitch their content and analytics to brands.

User research

We surveyed 1,447 creators (Later and non-Later) to define user needs and gaps in the existing business landscape.

What are creators interested in?

Free users

93% -

Customizable media kit

86% -

Accept and track payment

86% -

Sign and manage contracts

86% -

Search and apply to campaigns

86% -

Campaign planner or calendar

Paid users

56% -

Customizable media kit

53% -

Search and apply to campaigns

52% -

Campaign planner or calendar

25% -

Sign and manage contracts

39% -

Accept and track payment

Prospects

45% -

Accept and track payment

41% -

Customizable media kit

29% -

Sign and manage contracts

23% -

Goal tracking

20% -

Search and apply to campaigns

What are creators willing to pay for?

49% of creators

expressed a strong interest and willingness to pay for customizable, shareable media kits.

Problem

Creators need an efficient way to craft their own image and pitch themselves in the best possible way, especially when applying for brand campaigns.

Solution

Help creators win brand deals by providing a customizable portfolio to share with brands on and off Later.

Customization is most important to creators – they want to show off their personality as well as impressive stats from past brand deals and featured posts. We aimed to balance giving creators options to customize, while providing verified data/reviews to maintain trust with brands.

Competitor audit

We compiled existing media kits and creator profiles, flows for building them, common features, and what brands see when searching for creators vs. expanding their profiles. This showed us which features and interaction patterns are expected as a baseline, informing our next steps for design.

Design exploration

Early ideations explored displaying Performance Report, an existing feature that provided a detailed summary of the user’s Instagram data and performance, within Media Kit.

Further iterations included a condensed version of Performance Report to prioritize readability, and focus on highlighting the creator’s top performing content.

Wireframes

Client page

Empty

Filled

Editor

Overview

Edit profile

Beta research

Goals

Understand what is most important to creators when creating a media kit
Understand what level of customization creators need, especially for layout
Determine whether creators see value in having data that is always up to date
Determine whether creators would want to remove any of the auto-populated items (industry, top posts, engagement rates, etc)

Key findings

71% intended on sharing their media kit with brands going forward, half of which said they would add it to their link in bio.

Most liked

Media kit was easy to create, looked professional, and generated analytics automatically

Most confusing

How to load posts and analytics
Difference between linking and connecting social profiles

Most common requests

Add IG Reels and other platforms
Ability to choose metrics and content to show
Color and font customization

Detailed findings

Design updates

Optimize flow for loading posts and analytics by providing step-by-step instructions and status updates

Clarify difference between linking and connecting social profiles (linking = add link to social profile to media kit, connecting = pull posts and analytics from social profile into media kit)

Add Instagram Reels and TikTok posts and analytics

Allow users to hide/show certain metrics

Allow users to customize the colours of key design elements, and provide preset themes

Allow users to manually select content to highlight at the top of their media kit

Use email for contact button instead of IG profile